New survey by people-based marketer Viant promotes marketing to identified users

What will programmatic advertising look like in a few years?

For Time Inc.-owned Viant, people-based marketing is the trend, and the company has recently released a white paper that offers some evidence in support of that vision.

The paper, “Power of the People: How People-Based Marketing Is Driving Change Across the US Advertising Industry” (registration required), promotes the kind of people-based marketing that Viant champions, based on its 1.2 billion profiles of registered users.

The paper contains survey results that, although based on a relatively small sample of 250 brand-side digital marketing execs, suggest the validity of this kind of marketing. Independent market research company Censuswide conducted the study of US brands with $50 million or more in revenue last September.

[Read the full article on MarTech Today.]

About The Author

Barry Levine

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.